In his farewell column for MediaPost, Nate Elliott writes in his Rich Media Insider that "there will never be a 'year of rich media,'" putting the much-ballyhooed creative forms into perspective. The $1.3 billion that Elliott's research firm attributes to rich media is mostly Flash animations, merely a more efficient way of producing ye olde animated .gif banners. While he remains a big fan of the out-of-the-box creative formats, he said they must be frequency-capped, which limits the proportion of ads that can be true rich media and certainly limits the revenues they can derive.